It's win-win for latest Beeline campaign

Now that the 100 days are over, we're amazed to see the final figures. Over 4 million Beeline subscribers played, sharing a staggering 140 million roubles (3.65 million euro) in prize money, pushing this second campaign ahead of last year's already robust returns.

Players came in all shapes and sizes - from firemen to nuclear scientists, we had entries coming in from 85 different Russian cities. Amongst the winners, the youngest millionaire was a 19yr old woman from Astrakhan, the oldest a 80yr old academic from Moscow. It took one player just 8 messages to win, and another one kept going for over 3000!

Watch the TV spot here: